As the world’s largest video-sharing platform, YouTube enables users to create, stream, and share their work. However, content owners may also find that their work is being used and shared via YouTube without their permission. While this raises important questions on copyright infringement, there’s also some benefits associated with these types of usage.
With an average of 500 hours of video uploaded to YouTube every minute, policing copyright infringements is a gigantic task for content owners. YouTube’s content identification system, known as Content ID, is intended to facilitate the monitoring process. In addition, the platform also offers the Manual Claim tool to CMS for networks such as Red Points.
Once uploaded, videos are scanned into a file database. If a match is found, the content owner can either block and delete the video, or they can monetize the content by allowing ads to be sold against it and track viewing stats.
According to a report published by Google in 2018, YouTube has paid more than 3,000 million dollars to rights holders who have monetized the use of their content through Content ID since its launch in 2007. But the benefits of someone using unauthorized content on YouTube goes beyond generating extra sources of income. Increasing exposure and sharing via YouTube can generate interest in an artist, show or brand and increase audience numbers.
Football content on YouTube is a growing trend. The viewing time of this type of content has grown 80% over the past year. Sports entities and football players dedicate a significant part of their budget to creating exclusive content, growth and channel structure.
A great case study is Manchester United. Within 24 hours of the launch of his YouTube account, the club’s official channel brought together more than 150,000 subscribers and 518,653 views in its first published video. After 5 months they already had a community that exceeded one million subscribers.
The biggest football clubs also take advantage of the Content ID tool, as they monetize the content uploaded by fans and the UGC is now a fundamental part of the digital business, it has become a significant revenue for sports entities.
Movie studios are also starting to tap into Youtube’s creative community as they diversify and develop the way movies are marketed through online and social media. Companies like Red Points help copyright owners capitalize on this generation of ‘share and share’.
Youtube is a great platform to promote artists and music labels, it is an essential tool for the growth of the music industry. In an official blog for Midem – a leading music industry event – Rebecca Lammers, CEO and founder of Laniakea Music, wrote that not enough credit was being given to Youtube or their Content ID system for all that it is doing to help the music industry. Not only had they made it easier to claim user-generated content but it was a major source of revenue – for some artists up to 90% of money generated from Youtube was from user-generated content according to Lammers.
With more than 2 billion visitors each month consuming more than 1 billion hours of daily viewing, embracing Youtube and the way content is shared can offer potential sources of revenue and increased exposure for content owners. It can also allow content creators to share and build their brand. However musicians, artists and movie studios, amongst others also have to be aware of how unauthorized sharing can damage their brand and increase their vulnerability to sports, movie and music piracy through illegal downloads and streaming.